El Paso Water
PUBLIC UTILITY • COPYWRITING & TRANSCREATION
Mistrust around drinking water had opened the door for shady companies to peddle costly filters and sow unnecessary fear. El Paso Water knew the facts told a different story: the city’s water already meets the most rigorous safety standards in the country.
The question was: how do we cut through the noise and restore confidence. With Trust Your Tap, we pulled back the curtain on what most people never see: scientists running 375,000 lab tests a year, crews monitoring treatment plants day and night, and safeguards that catch issues at the parts-per-trillion level (a.k.a. the tiniest trace of contaminants).
By blending reassurance with pride, the campaign re-framed tap water from questionable into trustworthy. More importantly, it reminded El Pasoans that the people who serve the community are also customers themselves, and it gave El Paso Water a platform to keep building transparency for the long term.
Trust Your Tap
COPYWRITING & TRANSCREATION
There's a specific kind of civic apathy that illegal dumping lives in. People know it's wrong. They drive past it. The problem is that the consequences feel abstract until a neighborhood floods and suddenly the old couch someone “forgot” in the canal now has a starring role.
El Paso Water needed a campaign that closed that gap fast. The message stayed blunt: Illegal Dumping Causes Floods. Illegal Dumping Is a Crime. Illegal Dumping Costs Everyone. Desaturated photography and stark type kept the severity without turning it into another civic lecture people would tune out.
In a city where both languages share the same streets, the campaign ran in English and Spanish from the start. More importantly, it reframed illegal dumping from an ugly inconvenience into something closer to what it actually is: a shared risk, a shared cost, and something worth reporting before the next storm turns it into everyone's problem.
